Reinventing a research institution to attract new investment and expand influence.

Chief Brand and Communications Officer | 2023–2025

Brought in to help turn around an underperforming $3 million industry marketing campaign funded by the Softwood Lumber Board, I led a comprehensive brand, editorial, and creative transformation that repositioned Think Wood from commodity marketer to industry thought leader. Grounded in how architects and developers evaluate risk and make specification decisions, the new strategy combined technical education, architectural storytelling, and peer perspectives to build credibility and support wood-product adoption.

LEADERSHIP SCOPE

Organizational positioning • Brand strategy • Digital experience • Scientific collaboration • Agency and contractor management

EXPLORE THE WORK

From commodity marketing to market influence.

+490%

YoY increase in sales qualified leads

21

New building projects generated through lead nurture (2022)

#1

Highest-performing content asset in campaign history

“After all this time, I finally get what you do.”

CLIENT TESTIMONIAL

01 / BRAND TRANSFORMATION

Repositioning Think Wood from commodity marketer to credible industry thought leader.

Visual identity, web, and graphic design: Bunk

02 / MASS TIMBER DESIGN MANUAL

Transforming technical education into the campaign's highest-performing content asset.

Editorial design: Relic Studio

03 / ARCHITECTURAL STORYTELLING

Building industry credibility through compelling projects, respected practitioners, and peer perspectives.

04 / TECHNICAL EDUCATION

Addressing barriers to specification through credible, accessible technical resources.

05 / DIGITAL EXPERIENCE

Creating an integrated digital destination for inspiration, education, and deeper audience engagement.

The bigger picture:

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PSwrx

+280%

Approximate growth in tracked U.S. mass timber projects. (2020–2026)

ALL WORK

75%

Of highly engaged Think Wood users reported greater likelihood of specifying wood after engaging with the campaign's content. (2025)

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Think Wood